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Could DVR be a friend to DRTV marketers?

dpotter | 20 February, 2006 09:32

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More than half the television viewers using DVR (digital video recorders) fast-forward through the commercials when playing back the programs, research tells us. That’s probably not a revelation to most marketers, but claiming this is a benefit to DRTV (direct response television) advertisers may be a bit of a shock.

Consider the following. Most of those recording a show are not available to see it live, but they do want to watch it later. Many record their favorite show(s) just in case they are not home or can’t watch the program for some other reason. So, the actual numbers of those not being exposed to commercials is not known. However, it is safe to assume that the overwhelming majority would choose to view most programs in real time if they could – commercials and all.


The shows being recorded are usually a specific prime time series or big events, not the type of programs carrying DR spots, day time programming (such as “Soaps”) would obviously be an exception. Most DRTV spots appear in what is considered alternative programming, which normally do not meet the criteria for recording. On the other hand, late night programming -- especially the half-hour infomercials -- may lose some viewers to those preferring to play back the shows they missed rather than engage in channel surfing. Although, the greater problem for infomercials could be the on-screen TV Guide scroll, used by many to avoid tuning in to a paid program.

There’s little reason to worry about DVR pirating away a large number of potential DRTV buyers in the near term. However, as the penetration of these recorders continues to grow, both general and DRTV advertisers will need to address the potential fall-off in live viewers and what this might do to the effectiveness of their advertising spending.

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